Volkswagen GTI: Real racing GTI

In its campaign supporting the US launch of the new 2010 Volkswagen GTI, the automaker only allocated 3.6% of its typical marketing budget for such a launch.

Volkswagen GTI: Real racing GTI

AKQA

SUMMARY

THE MOST EFFICIENT CAR LAUNCH EVER?

For the launch of the all-new 2010 Volkswagen GTI, we were faced with similar sales expectations as a comparable launch, but only equipped with 3.6% of the marketing budget typically available to reach those objectives.

To succeed, we had to radically disrupt tried and tested patterns of launching a car and focus on what would truly and most efficiently engage our audience. Bringing together our audience's passion for cars, racing, gaming and their iPhones, we decided to create the first iPhone-only car launch in history by letting...

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